Transcripts - Native version

2.
NATIVE DEFINITION
-Natives to our home towns, but honorary San Francisco
Natives.
-We celebrate diversity through our work and the brands
we represent.
-We want to keep San Francisco authentic and take pride in
supporting local brands.

6.
SITUATION
• Introduce a new daycare facility in SF dog world located in
the financial district.
COMPLICATIONS
• The current market is saturated and we need to
differentiate ourselves.
• Pet owners fear that sending their dog to day care will have
a negative impact.
P r o j e c t
O b j e c t i v e s
PROJECT OBJECTIVES

7.
Discovery
“The seeker embarks on a journey to find what he
wants and discovers, along the way, what he needs.”
― Wally Lamb, The Hour I First Believed

8.
PRIMARY AUDIENCE
There are more dogs in
SF than children… Why ?

9.
25-35 years old are
postponing big life decisions
Discovery
PRIMARY AUDIENCE

10.
23%
23% of SF
population is
age 25-34
The other
age groups
Discovery
PRIMARY AUDIENCE

12.
“Wick, who has been in an on-
and-off relationship for about
three years with a man who
doesn’t want children, has yet to
start her family, ‘unless you count
my puppies,’ she says. Wick calls
her puppies “snooze-buttons” for
her ovaries.”
Discovery
PRIMARY AUDIENCE

13.
23%
25-­‐34
years
old
They over index
of visiting SPCA
SF.
The other
age groups
Discovery
120
index
PRIMARY AUDIENCE

14.
Discovery
Shift In Cultural Ideals.
More Time To Get To Know Themselves.
A Dog Is The Stepping Stone Before Having A Child.
Dogs Help Balance Life Through Companionship.
Digital Native loves new tech.
25-­‐34
Urban
young
professionals
higher
income
PRIMARY AUDIENCE

15.
Discovery
Video
PRIMARY AUDIENCE

16.
Discovery
-I don’t feel anxious if I leave my dog with friends or family
-If I left my dog someplace else I would probably have to call and check in
-Want dog to know that I’m coming back, don’t want him to be nervous
-I wish my dog could communicate what he wants and what he needs
-I feel nervous that my dog will destroy the furniture or disturb the neighbors while I’m gone
PRIMARY AUDIENCE

17.
SECONDARY AUDIENCE
Discovery
-SF is a big tourist city
-Pet travel is increasing
-We see an opportunity here as well to reach traveling young professionals
-We will return to this in the integrated media plan later in the presentation

18.
7 out of 10
American adults say they track some
aspect of health, either for them- selves or
for someone else, according to the Pew Re-
search Center.
70%
CULTURAL TREND
QUANTIFIED
SELF
Discovery
Current
Trend

19.
QUANTIFIED
SELF
Current
Trend
"Before the Fuel Band's official American
release, it was open for pre-order online, and
was sold out both times within the same
day.” Wikipedia Nike+ Fuel band page
"We are moving towards a time when the
ability to track and understand data is
deeply woven into our daily lives,” Ernesto
Ramirez, community organizer for Quantified
Self...” –Mashable
Discovery
CULTURAL TREND

20.
“Your dog is your best, most loyal friend, and you want to make
sure he’s getting the best care he can get. As technology
addresses real-life needs more and more each day, companies and
non profits are creating apps to make sure every Fido spot and
princess receives the attention he or she deserves.”
-Mashable
QUANTIFIED
PET
Discovery
Emerging
Trend
CULTURAL TREND

21.
“One of the biggest buzzwords in business right now, is
about conducting business in an open and forthright
way, and it is driven by recent trends in technology,
society and financial markets.”
-Huffington post
TRANSPARENCY
Discovery
CULTURAL TREND

27.
Branding
“A great brand raises the bar – it adds a greater
sense of purpose to the experience, whether it’s
the challenge to do your best in sports and
fitness, or the affirmation that the cup of coffee
you’re drinking really matters.”
-Howard Schultz, Starbucks

44.
Campaign
"The best way to drive loyalty is to create
consistently compelling and authentic
experiences…"
-Paul Adams, Facebook

45.
OBJECTIVES
I. Introduce New Breed to the SF dog
market
II. Establish solid initial clientele group
III. Establish strong digital presence
(website, social media, app)
IV. Foster cooperative relationships
with local hotels and dog related
business
V. Become known as the most
innovative dog daycare in SF
c a m p a g i n

46.
New Breed updates you on your dog’s day so you feel like you never
left him.
c a m p a g i n
New Breed’s skilled dog-loving staff makes sure that your dog is being
well-taken care of throughout their stay.
New Breed helps you take advantage of San Francisco’s dog
community.
New Breed measures your dog’s wellbeing and activity through
quantified pet solutions to ensure that they’re always progressing.
KEY MESSAGES

55.
c a m p a g i n
We will announce the new
facility and our services
through blogs and publications
Related in the area of
interests; Trends, New
Technologies, Dog care.
EARNED
MEDIA
EVENTS
PAID MEDIA
WEBSITES
PARTNESHIPS
ONLINE|
SOCIAL MEDIA
INTEGRATED MEDIA PLAN
Earned Media

56.
“We don’t have an in
service dog sitting option
as a hotel service
however, we do connect
you with ABC Bay Area
Child which does pet
sitting while the guest is
out of the room.”
-Intercontinental Mark
Hopkins
U.S. adult travelers
consider their pet
to be part of the
family.
49%
c a m p a g i n
INTEGRATED MEDIA PLAN
Partnerships
EARNED
MEDIA
EVENTS
PAID MEDIA
WEBSITES
PARTNESHIPS
ONLINE|
SOCIAL MEDIA

58.
What do we
want our
audience to
think, do &
feel?
Think: New Breeder dog care
improves our relationship, and
proves it through innovative
application Of technology.
Do: drop off their dogs with us
each every time they can’t be
with them.
Feel: close with their dog as
though they were with them all
day.
c a m p a g i n

63.
Discovery
DISCUSSION GUIDE
N AT IV E
Dog Daycare Discussion Guide
San Francisco, CA
Length: 90 minutes
Recruited 3 groups of 5 dog owners
Objectives
1. Gain knowledge about pet owner’s attitudes towards leaving dogs at daycare.
2. Find out what types of services dog owners are interested in and what they are willing to pay for them.
3. Gain insight about concerns and expectations related to being a pet owner.
4. Understand the role the city of San Francisco plays in owning a dog.
Introduction (20 minutes)
-Explain mirror
-Icebreaker Homework: bring in a photo of your dog(s) with 2-3 sentences describing their personality.
We want to find out their level of experience as a pet owner, how they perceive their dogs’ personali-
ty(s), and general emotions towards their dogs.
Section I: General Dog/Owner Relationship (20 minutes)
This will help us achieve objectives 1 and 3. Through the following questions we will gain a much deeper
understanding the relationship between owners and their dogs, which will be segued into through the
icebreaker exercise.
-How did you meet your dog?
-Do you consider your dog a member of your family?
-How much time do you spend playing with your dog during the day?
-What types of things do you do? Do you wish you could spend more time playing with them?
- Are your dogs getting enough physical activity?
-How do you spend active time with your dog?
-How do you spend down/relaxed time with your dog?
-When is your favorite time spent with your dog?
-Where do you take your dog to play?
-How do you punish your dog when he misbehaves?
-How do you treat them when they do something good or do a trick?
-How would you like to improve your relationship with your dog?
Section II: Dog Daycare Facility (20 minutes)
The following questions will help us achieve objectives 1 and 2. These questions will help us identify key qualities
in an ideal dog daycare facility. Through them we can assess needs and expectations.
1

64.
Discovery
DISCUSSION GUIDE CONT.
2
-How many hours would you leave your dog and how frequently?
-Have you ever had a dog sitter? How did you decide to trust this person?
-What would help you decide between choosing a sitter or a daycare facility?
-Would you consider using a pet exchange service or use an online tool to find a sitter?
-In what circumstances would you consider this?
-In what sorts of situations would you put your dog in daycare?
-How important is convenience when it comes to dog daycare?
-How much planning in advance do you do when it comes to having your dog looked after?
-What types of services/goods would you be willing to pay for in regard to your dog?
-What types of services/goods would you want to be available for you at a dog daycare facility?
-Have you ever left your dog at a daycare before? If so, how did you find out about it?
-What would you expect from a dog daycare facility and why?
-What would you expect from handlers at a facility?
-How many dogs are you comfortable leaving your dog with during the day?
-When you pick your dog up from daycare, what are you expectations about his mental state (tired, excited,
etc)?
Section III: Dog Perspective (30 minutes)
The following questions will help us achieve objectives 3 and 4. Here we want to gain perspective on what
dog owner’s barriers to entry might be and how we can overcome them.
-How do you feel when you leave your dog at home when you’re away?
-What would you leave your dog with for the day while you’re gone?
-How do you prepare for leaving him/her home alone all day?
-What do you worry about when you leave your dog alone while you’re gone?
-Would you be comfortable leaving your dog at a facility overnight? For the weekend?
-How do you feel about leaving your dog with somebody else?
-What would be your biggest concerns with regard to this?
-Would you rather have your dogs playing with other dogs or humans?
-Does your dog love to play inside or outside?
-How important is the fitness of your dog?
-When does your dog seem happiest?
-What are some challenges you face regularly having your dog in San Francisco?
-What are some positive aspects of being a dog owner in San Francisco?
-------END OF DISCUSSION GUIDE-------
N AT IV E
Dog Daycare Discussion Guide
Homework Assignment
Name:
Dog’s Name(s):
Instructions: Please circle the services below that you could consider paying for at a dog daycare facility.
For the services that you select, indicate on the 1 - 5 scale how much you would be willing to pay for them (1
being a low price and 5 representing a premium price).
pick up/drop off 1 . . . 2 . . . 3 . . . 4 . . . 5
grooming 1 . . . 2 . . . 3 . . . 4 . . . 5
clothes/supplies for sale 1 . . . 2 . . . 3 . . . 4 . . . 5
training 1 . . . 2 . . . 3 . . . 4 . . . 5
gym 1 . . . 2 . . . 3 . . . 4 . . . 5
24/7 1 . . . 2 . . . 3 . . . 4 . . . 5
food/treats 1 . . . 2 . . . 3 . . . 4 . . . 5
private walks 1 . . . 2 . . . 3 . . . 4 . . . 5
camera surveillance 1 . . . 2 . . . 3 . . . 4 . . . 5
spa service 1 . . . 2 . . . 3 . . . 4 . . . 5
veterinary services 1 . . . 2 . . . 3 . . . 4 . . . 5
dental services 1 . . . 2 . . . 3 . . . 4 . . . 5
3

65.
Discovery
MAN ON THE STREET INTERVIEW
SecXon
I
ConversaXon
starXng
quesXon:
-­‐How
did
you
meet
your
dog?
-­‐How
do
you
spend
acXve
Xme
with
your
dog?
-­‐How
do
you
spend
down/relaxed
Xme
with
your
dog?
-­‐How
would
you
like
to
improve
your
relaXonship
with
your
dog?
SecXon
II
-­‐Have
you
ever
had
a
dog
siEer?
How
did
you
decide
to
trust
this
person?
-­‐Would
you
consider
using
a
pet
exchange
service
or
use
an
online
tool
to
ﬁnd
a
siEer?
-­‐In
what
circumstances
would
you
consider
this?
-­‐In
what
sorts
of
situaXons
would
you
put
your
dog
in
daycare?
-­‐What
would
you
expect
from
handlers
at
a
facility?
SecXon
III
-­‐Would
you
be
comfortable
leaving
your
dog
at
a
facility
overnight?
For
the
weekend?
-­‐How
do
you
feel
about
leaving
your
dog
with
somebody
else?
-­‐What
would
be
your
biggest
concerns
with
regard
to
this?
-­‐What
are
some
challenges
you
face
regularly
having
your
dog
in
San
Francisco?
-­‐What
are
some
posiXve
aspects
of
being
a
dog
owner
in
San
Francisco?

66.
Discovery
CREATIVE BRIEF
NATIVE
Creative Brief
4.29.13
SITUATION
Introduce a new daycare facility in SF dog world situated in the financial district.
COMPLICATIONS
The current market is saturated and we need to differentiate ourselves.
Pet owners fear that sending their dog to day care will have a negative impact.
INSIGHT
Pet parenting is a preparation for real parenting
INSPIRATION
Our primary audience lives is digital organized, they depend on the digital to enhance
and manage their every day life.
OPPORTUNITY
The convenient location in the financial district provides an advantage because it is
close to offices (There is no other dog facilities in this neighborhood)
People are using innovative technology e.g. quantify selves, and other data tracking
and calculations to improve themselves. Applying this trend will help improve
relations between pets and owners.
USP: Tune in with your dog (Improve your relationship with your dog)
OBJECTIVES:
I. Introduce new DCF to SF dog market
II. Establish solid initial clientele group
III. Establish strong digital presence (website, social media, app)
IV. Foster cooperative relationships with local hotels and dog related business
V. Become known as most innovative dog daycare in SF
METRICS:
I. Gage interest with potential client via requests. + Attendance at the opening
event.
II. How many membership we gain in the first 60 months.
III. App downloads, Yelp responses, Webb traffic, social media interaction
(followers, likes, re-blogs, re-tweets, re-pins)
IV. How many hotels, dog brands sign on to collaborate with us
V. Paid/earned media: articles in SF publications mentions.
NATIVE
Creative Brief
4.29.13
AUDIENCE
Primary target basics: Young Urban Professionals, 25-35, Male and Female, higher
income, local San Francisco.
• Biggest segment of SF Population.
o 25 to 34 year olds make up largest percentage of the total San
Francisco population. 1
• Putting off big life commitments like marriage and kids
o “Wick, who has been in an on-and-off relationship for about three
years with a man who doesn't want children, has yet to start her
family, "unless you count my puppies," she says. Wick calls her
puppies "snooze-buttons" for her ovaries." 2
• Social Pressure to feel and be a good parent to their pet
o 47% of pet owners feel that owning a pet is better for your social life
than social networking.
“Parental test drivers”
This generation has more choices than any who have come before them.
There is no longer the same social pressure to get married, settle down,
and have children at a young age. They take advantage of this
opportunity by taking more time to get to know themselves: to travel, to
focus on their careers, and to date different people. Although they aren't
yet ready for the responsibility of raising a child, they still crave a
certain level of responsibility, as they get older. Their dog fits perfectly
into this role, and serves as a stepping-stone towards one day having a
child of their own. For now, their dog is their child, their companion,
and the one they snuggle with before bed every night. Since they're so
busy with work, their furry child helps to balance out their life by
providing a sense of companionship. This doesn't mean that they aren't
interested in having a social life, in fact they desire time out with
friends and feel guilty about leaving their dog home alone when they go
out to play. Even when they're not with their friends, these digital
natives stay close through social media and are constantly Instagraming,
tweeting, and status updating.
“[San Francisco] also has the lowest ratio of children to adults of any major U.S.
city: There is little doubt that dogs are helping fill a parental void...’The Marina has
a lot of young people who aren’t married so, you know, you get a dog,’ says
Franchey’s girlfriend, Lisa Mobini, 29, a former NFL cheerleader.”3
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
1
23% Bay Area Census 2010
2
"To wait or not to wait: why some people are holding off on having kids", The Calgary Journal, 27 October 2011
2
"To wait or not to wait: why some people are holding off on having kids", The Calgary Journal, 27 October 2011
http://www.calgaryjournal.ca/index.php/family-life/families/220-to-wait-or-not-to-wait-why-some-people-are-holding-off-on-
having-kids
3
San Francisco, Where Dogs Have Their Day, National Geographic

67.
Discovery
CREATIVE BRIEF CONT.
NATIVE
Creative Brief
4.29.13
Secondary: All same but travelers
• As businesses are becoming more supportive of pet travel, pet owners are
taking advantage and bringing their furry friends with them. 4
“Hotels are offering room service, massages and beds for pets, and as silly as it
sounds, Best Western has hired the "Dog Whisperer" to be the chain’s pet travel
expert, The New York Times reports.”5
MESSAGING STRATEGY
1. Steves Dog Care has the professional and skilled trainers that will take care of
your dog.
2. Steves Dog Care improves the relationship between you and your dog.
3. Steves Dog Care is always on trend with new technology that measures the
dogs actions during its stay
4. Steves Dog Care embrace’s the San Francisco dog culture
POSITIONING STATEMENT
We help you tune in with your dog.
ENGAGEMENT
What do we want our audience to think, do & feel?
Think: Steves Dog Care improves our relationship, and proves it through innovative
application of technology.
Do: Drop off their dogs with us each every time they can’t be with them.
Feel: Close with their dog as though they were with them all day.
PLACEMENT
Kick off Event: “Woffie –Hour” After work –Bring your dog.
Poop bags handouts with our logo, direct male?
Get a promotion by checking in on foursquare specific number of times. (Pet stores,
dog parks etc)
TONE
Honest, Straight forward, Sensible, Attentive, Informed, Personable.
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
"!29.1 million Americans travel with their pet within the last 3 years.
78% of pet travel companions are dogs -AAA and Best Western International Survey
40% plan to travel [with their pet] within the next year.-PetRelocation.com Survey, 2012
#!$%%&'(()))*+,-.$/.-*0,1(234356(-,78,97%:.4/27)3%$78,9:7&/%(;9/+%3,57<=>?=@<(!